In 2011, Messi registered his brand with the European Union Intellectual Property Office (EUIPO). His trademark application was opposed by Spanish company Massi, that have been manufacturing bicycles since 1934.
Now, after a 7-year long battle, the EU General Court in Luxembourg ruled in favour of Barça’s striker. The court rejected Massi’s argument that the two brands could be confused with one another because Messi’s international fame—particularly in sporting circles—ensures he is widely recognised and so the two would not be easily mixed up. Consequently, Messi should be allowed to register his name for sports clothing and sports equipment.